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Modern Beverage Culture 2023

The Hartman Group’s Modern Beverage Culture 2023 study explores how consumers engage with today’s rich beverage landscape, including cultural context, attitudes, behaviors and aspirations around beverage consumption. The Modern Beverage Need State model highlights six key need states driving beverage choices, with a focus on how 12 beverage categories perform within these needs. The study provides actionable guidance on how consumers navigate the increasingly complex beverage landscape and how companies can best engage consumers in this fast-innovating space.

Table of Contents

• Methodology
• Chapter 1: Executive Summary
• Chapter 2: Modern Beverage Culture
• Chapter 3: Beverage Considerations and Procurement
• Chapter 4: Modern Beverage Need State Model
• Chapter 5: Beverage Category Deep Dive
  • Alcohol
  • Low/no alcohol
  • Coffee
  • Tea
  • Water
  • Dairy
  • Dairy alternatives
  • Juices and Smoothies
  • Soda and Soft Drinks
  • Sports and Energy Drinks
  • Functional + Fermented
  • Meal Replacements, Protein Shakes, Nutritional Powders/Drops
• Chapter 6: Innovation Within the Experience Need State
• Chapter 7: Implications and Recommendations

What You Get

• General report (PowerPoint and PDF)
• Executive summary
• In-depth analysis backed by data
• Implications and recommendations
• Demographic data tables (Excel)